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Leisure Centre MediaCredentials 2017
Reach the heart of the local community
• A growing market
― [1] Focus on healthy lifestyle
― [2] Hub of local community
― 1 in 3 adults use a leisure centre
• Centre investment
− The Olympics, & initiatives such as Change4life, have helped drive investment in this sector
− The Trust Model allows profits to be reinvested back into sites
− The quality gap with private health & fitness clubs is narrowing
Leisure CentresMarketplace
Client: 18 Conejos Venue: Playhouse Media: 6-sheets
Audience Profile Key DemographicsGender % IndexMale 49 100Female 51 100
Socio Economic Group % Index
ABC1 63 114C2DE 37 83
Age % Index15-24 25 15825-34 26 16135-44 20 11245-54 13 7955-64 8 59Over 65 8 40
43%more likely to pay for premium goods
and services
They’re into qualityAudience Mindset
139index “I have expensive taste”
139index “advertising helps me choose what I buy”
They’re curiousAudience Mindset
59%more likely to have a keen sense of adventure
172 Index “I like taking risks”
Highly motivatedAudience Mindset
66%more likely to want to get to the
top of their career
165 index “It’s important to be attractive to the opposite sex”
Appearance centricAudience Mindset
42%more likely to spend a lot on toiletries & cosmetics
050
100150200250
18% 6% 7% 20% 8% 8%
192137 129
155
122 102
020406080
100120
3% 5% 6% 4% 10% 4%
73 7761 37 54
114
UnconstrainedCouples*
Empty Nesters Non-StandardFamilies
Similar mindset… but differing life-stages
TGI Lifestage GroupsFrequent Leisure Centre Index (GB) = 100Pop: 4.8m
Fledglings Flown The Nest Secondary school parents
Nest Builders Playschool Parents Primary school parents
Mid-life Independents
Hotel Parents Senior Sale Decision Markers*
Leisure Centres offer a wide range of activities and facilities in addition to gym studios, exercise classes and swimming pools. They also offer facilities like saunas, cafés and indoor and outdoor football pitches, some sites even have activities like dance, canoeing,
archery shooting and many more.
Leisure Centre Facility Breakdown Activities & Facilities
50
CrechéFootball
53
59
88
2
26
11
GolfCafé Sauna Tennis Athletic Track
Num
ber o
f clu
bs
Facility
Young Professionals -
Gym
Footballers - Sports Hall
Families - Café & Creche
Engage your desired life-stage audience in these areasVenue ‘Zoning’
Teens & Kids - Poolside
Industry Expertise• Leisure Centres core part of our
business for close to 8 years
• Market leaders, with the widest range of commercial opportunities in-venue
• Strong commercial relationships
− Our partners welcome &
encourage media visibility
− Focus on quality delivery
has secured our status as
‘preferred supplier’ on
many accounts
− Quality service has led to
the chains using our
fulfilment team for internal
marketing & merchandising
Sports & Leisure Management
Two of the big three management contractors
Leisure Centre Partners
Holding Companies Consumer Facing Brands
Media formats designed to entertain, engage & stand-outOur Media Portfolio
6-Sheets Ambient SamplingChangingRoom Panels
• Largest format available in-venue, providing excellent stand-out & cut-through
• Positioned in high traffic areas of the venue, allowing multiple exposures & frequency build
• Four panels per venue
− Reception / exit
− Pool-side
− Changing room / gym
− 5-a-side
• Audience profile & domination packs available
6-Sheets
A2 Panels• Positioned in the changing area of
each Leisure Centre
• Format delivers lengthy dwell-time & multiple impacts
• An intimate environment within which to communicate a personal message
• Gender based targeting
− 1 x male panel
− 1 x female panel
• Plan alongside 6-sheets to ‘dominate’ each venue
• Allows brands to deliver integrated, involving or challenging communication to leisure centre goers before, during & after their work-out
• Creative formats designed to surprise & engage at the ideal time during the visit
• Available in high traffic areas
− Reception & cafe
− Changing room
− Dance studio
− Spinning room
− Gym floor
Ambient
Sampling• Deliver your brand into the hands of
your target audience
• The environment presents a great opportunity to sample at the ‘point of use’
• Sampling routes
− Active - via brand ambassadors
− Controlled - via staff
− Passive - via a sampling unit
− Tip-on’s - via postcards
• Units can be positioned at reception, the café, on the gym floor or in a changing room
Campaign Recall & Response FiguresMedia Effectiveness
65% prompted 75% prompted51% unprompted
5,000+ participants
GSK - Voltarol Pain ReliefMedia Effectiveness
To promote and drive sales of Voltarol’s pain relief gel across an active audience.
The challenge
For their first ever campaign in gyms, Voltarol used high impact 6-sheets and D6’s to reach their audience in a highly relevant environment.
What we did
For the first time in their history, Voltarol saw an increase in sales in Q4. Their market share also increased by 3.69% and brand awareness increased 7.3% from pre to post-campaign. Subsequently to this, they have booked a further 2 gym campaigns.
The results
Environment: Leisure CentreMedia: MixedCampaign: National
The AudienceActive Families
With the summer holidays arriving and parents looking for ideas for things to do as a family, Cineworld took advantage of the high footfall leisure centres, shopping malls and play houses offer to promote their family movies. They utilised 6-sheets and D6’s to communicate with parents at key times throughout their visit, such as sitting in the café or by the swimming pool, to drive them to a nearby Cineworld.
Cineworld
In order to promote the new ‘Top Cat’ film in front of a child & family focused audience, Warner Brothers tapped into our active family pack. 6-sheet posters were positioned across the playhouse & leisure centre networks to communicate with their target audience at a time when they would be thinking about planning future activities.
Warner Brothers
Universal used leisure centres to promote the cinematic release of the Minions Movie to children and their parents via fun and eye-catching 6-sheets. The film is the second highest grossing animation of all time.
Universal
Given that families account for almost 44% of Leisure Centre footfall, NSPCC decided to utilise the network with this hard-hitting & responsible campaign, promoting child safety & protection. 6-sheet posters were deployed throughout each site & were supported by A2 changing room panels.
NSPCC
With the new term just starting, Plymouth Uni wanted to turn their attention to their upcoming open days. Similar to their previous campaigns with us, they wanted to target parents and teens who may be thinking about further education choices. 6-sheets in our leisure centre network allowed them to communicate with their target audience whilst they’re together.
Plymouth University
Active Families Gym-goers
Audience Packs
Pool-side Playhouse Gym Health Clubs
Our health club network allowed Sanex to promote their in shower body wash in a highly targeted environment. We distributed 273,000 samples across health clubs and leisure centres in close proximity to the male changing room. This was supported by 6-sheets and D6's. The campaign enabled them to increase brand awareness and get their product into the hands of consumers.
Sanex
As another brand capitalising on our sample campaign success, Nivea wanted to get their in-shower moisturiser product in the hands of consumers. We distributed 800,000 samples across our health club and leisure centre network, supported by 6-sheets and D6’s, which enabled them to target an image conscious audience in an environment where they may use in-shower moisturiser products.
Nivea
TomTom wanted to promote their brand new Spark gym tracker watch to an affluent, fitness focused audience. They used our health club network to reach this audience at a highly relevant time. 6-sheet posters were utilised to drive purchase with retailers John Lewis, Amazon and Argos.
TomTom
Across the bleak winter months, Red Bull wanted to give consumers the mental & physical boost needed to encourage active lifestyles, fitness routines & exercise goals. As such, gyms was a natural choice for the campaign - & in an effort to drive trial, gym-goers could also go online to ‘claim a can’.
Red Bull
Science in Sport wanted to promote their new protein gel to regular gym-goers. They utilised D6 and 6-sheet displays in our health club and leisure centre networks to reach a relevant audience at a time when they will be thinking about a convenient solution to post-work out nutrition.
Science in Sport
Boots wanted to reach active gym goers at a time when members might well be feeling aches and pains after exercise. They used 6-sheet posters to promote their ‘price match promise’ on a range of pain relief products.
Boots
Gyms were chosen as the lead communication channel for the latest PG Green Tea campaign. Over 500k samples were distributed, each containing a 50p off coupon mechanic. 6-sheet posters & D6 displays supported the activity, whilst individual clubs used their social media platforms to draw attention to the promotion.
PG Tips
The Army wanted to encourage women to sign up to the armed forces, they used 6-sheets and A2 panels across our national Leisure Centre network to reach young, active and physically fit females.
The Army
Audience Packs
Active Families
Pool-side Playhouse
Gym-goers
Gym Health Clubs Sports Hall Goals
5-a-side
To promote Adidas Predator Lethal Zone football boots among football-loving young men, 6-sheet posters were deployed in leisure centres that incorporated 5-a-side football pitches.
Adidas
Disney XD used a five a side football pack including Goals centres & leisure centres to promote their new series of ‘Goalmouth’ to boys aged 7 to 12. The campaign consisted of 6-sheet posters with a QR code, free giveaway wristbands & their TV advert on the digital screens.
Disney XD
